ASE3041
Level 3
Wednesday 7 November 2012
Time allowed: 3 hours
Information
There are 4 questions in this examination.
Total marks available: 100
All questions carry equal marks.
There is credit for correct spelling, punctuation and grammar.
Instructions
Do not open this paper until you are told to do so by the supervisor.
Answer all questions.
Write your answers in blue or black ink/ballpoint.
Please ensure your answers are written clearly.
All answers must be correctly numbered but need not be in numerical order.
You need to communicate appropriately and well.
When you finish, check your work carefully and cross out any preparatory work.
You may use an English or bilingual dictionary.
ASE3041/4/12
Page 1 of 7
QUESTION 1
Situation
You are employed in the Estates & Facilities Department of a large company (Global Investments
Corporation) in your area. The company is expanding rapidly and construction is under way at a
new building to accommodate the Financial Services and Human Resources departments, which will be
relocated from their current location to the new premises in a few months time.
Your manager, Mr Felix Unger, says this to you:
Can you write, on my behalf, to the architect, Mr Gerard Kaufmann, to advise him of the following?
Firstly, let him know that, following a meeting yesterday, our Operations Committee has decided to
adopt the revised Plan XB/010 for the first floor of the new building which will now contain 25 offices and
two separate toilet/washroom facilities, one for male staff, one for female staff. I dont mind telling you I
am enormously relieved to hear this. Do you remember the complaints from some of the staff when they
first heard that the proposed toilet/washroom facilities on the first floor were to be combined into one unit
for males/females? Thank goodness that idea has been dropped! I think we would have had more
protests from staff if that proposal had gone ahead.
The second point is that the Operations Committee, following advice given, has decided to reduce
the number of visitors car parking spaces at the front and side of the proposed new building, from 20
to 17. This is to allow sufficient space for any emergency vehicles which might be needed
in the event of a fire, or other potential disaster, to be able to access the whole area safely. That seems
a very sensible proposal to me. I did notice from the earlier plan that the fire assembly point for staff was
quite restricted, so cutting down the number of car park spaces would allow better access, not only for
vehicles but it will also give the staff more space at their designated fire assembly points.
The third point is that the Operations Committee wants the area around the main entrance to the
new building to be retained as a garden feature with small trees and shrubs. In the original plan we had
intended planting deciduous trees, but it seems planting evergreen trees and shrubs might be more
pleasing as there would be constant greenery all year round. Also, from a practical point of view, the
planted area would be easier to maintain. Now that is a good idea. As a gardener I know what a backbreaking job it is to clear up the leaves every autumn and winter!
I dont think any of the points raised will cause any problems, but to be on the safe side, do ask
him to confirm that the dates for the completion of the project are not adversely affected by any
of the above.
I hope Ive made everything clear. Thank you for doing this for me.
The architects address is: Forefront Designs Ltd, Stapleford House, West Goring, WG2 1BY
Task
Write a letter to Mr Gerard Kaufmann, at Forefront Designs Ltd, as requested. You can assume
that the companys headed notepaper is used but you should include all other components of business
letter.
(Total 25 marks)
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QUESTION 2
Situation
You work for a publishing company and your Manager, Mr Hussein Bhopal, asks you to read the
following article and prepare an internal report for him to present to the Forward Print Planning
Committee. The company is considering moving into the ebook market. Your report should set out
clearly the main differences between paper books and ebooks, giving both the positive and negative
aspects of each. He does not wish you to make any recommendations, The Forward Print Planning
Committee will make the decisions.
Task
Write the report as requested.
(Total 25 marks)
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QUESTION 3
Situation
You are employed in a Sales Department of a large retail company. You have read the following article
in a business journal which gives advice to sales staff on dealing with customers and making a
successful sale. After you have read the article, answer the questions that follow.
Making a Successful Sale
Sales staff need to be able to identify the products that match a customers requirements. There are five
steps to making a sale, each of them is described below:
Step 1 Opening the sale
Greet customers with a smile and a friendly greeting. Keep an eye on the prospective buyer until you
see them looking for assistance and then move forward. You can usually tell this from their body
language, because instead of looking at the products, the customer will be looking around for a sales
person.
If you look friendly, personable, and positive, then people will be more willing to approach you than if you
crowd them or appear too persistent.
Step 2 Explaining benefits
Always be positive. First indicate the range of goods and find out which are within the customers
budget. A customer may clearly state how much they intend to pay or you may have to sense this from
their reaction when you state various prices. Whatever you do, dont ask How much can you afford?
The tactful version is, What price range were you thinking of?
You can sometimes persuade a customer to spend more if there are clear benefits attached to a better
version. However, it is important that you are ethical and never deliberately mislead a customer into
spending more for no good reason. Also never make customers feel inferior because they can only
afford a lower priced item.
Step 3 Handling questions
This is where your product knowledge becomes invaluable. If you dont know the answer to a question,
be honest and say so and then find out. If you do not sell an item that will meet the customers needs
then admit it and advise the customer of an alternative source. Most customers will thank you for being
honest with them and remember you the next time they want something.
If you are selling a highly technical product then explain it in terms the customer will understand. Also
remember that a demonstration can be invaluable it is hard to describe quality of sound for instance,
but demonstrating the quality of a high-quality audio system might be enough to make the sale. If
possible, let the customer handle the product touching an item often helps convince a potential buyer
of its quality.
Step 4 Offering alternatives
If the customer hesitates, dont give up on the sale. Think carefully about other alternatives and try to
find the reason for the hesitation. This is a clear barrier to the sale. Barriers might include price, size,
colour, type of material, or a bad experience with a similar item. A key phrase for most sales staff is
overcoming objections. This involves first finding out if the customer has any reservations which might
prevent a sale. Some customers will voice their doubts outright, others will not. Good sales staff will
know the main reasons why customers hesitate and will make sure they deal with these in certain ways,
eg. Its ideal, as its washable and doesnt need dry cleaning, or You can use it inside or outside, as it
has a weatherproof covering.
(continued)
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Page 4 of 7
(a)
Why do you think the writer suggests that the sales person should wait for the customer to call for
attention?
(3 marks)
(b)
Why do you think it is not a good thing to ask: How much can you afford?
(3 marks)
(c)
What advice does the writer give if the sales person does not know the answer to
a customers question?
(3 marks)
(d)
Why do you think the writer suggests that a demonstration could be invaluable?
(3 marks)
(e)
What advice does the writer give if a customer hesitates in making a decision about whether to
purchase?
(4 marks)
(f)
(g)
What does the writer suggest the sales person should do if the customer still cannot
decide?
(2 marks)
(h)
What are the signs that the customer is likely to make a decision about purchasing
the item?
(3 marks)
(Total 25 marks)
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QUESTION 4
Situation
You work for a large company which offers training programmes for people seeking employment. One of
your tasks is to offer advice on the writing of Curriculum Vitae (CV) to trainers who, in turn, are advising
trainees. You decide to do this in the form of a memo to trainers.
You have carried out some research and your notes appear below. You should try to make your memo
as interesting and informative as possible.
(continued)
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Page 6 of 7
Question 4 (continued)
Task
Write the memo to trainers as indicated, giving an informative summary of the key facts in
How to Improve your CV for use by trainees.
(Total 25 marks)
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